Search Engine Optimization (SEO) Fundamentals

Search engine optimization (SEO) is the practice of improving a site so it ranks higher in search results. Search engines like Google scan their index of “hundreds of billions” of pages and deliver relevant results based on that information. Google prioritizes pages that have authority and relevance to the keyword, and pages without authority don’t rank at the top of the search results.

How search engines decide what ranks

Search engines use complex algorithms to determine search engine results, but a strong SEO foundation can increase a site’s visibility. Algorithms look for pages with authority, trustworthiness, and usability, and they factor in how a website looks on different devices and browsers as well as how quickly it loads.

Search engines also use bots to crawl every page on a website and store the information in an index, which acts like a library. If a page contains relevant information, the “librarian” pulls it from the index and displays it as related content. The algorithm then uses the information in this index to determine the order of the SERP.

A website’s link popularity also plays a role in its ranking, because links to a site are treated as a vote of quality. Poor-quality websites are unlikely to link to others, so a site with a large number of links is regarded as authoritative by search engines.

On-page SEO: title tags, meta descriptions, and content quality

To optimize a site for search engine results, the title and meta description tags are crucial. These two tags are different and should be specific to the content on each page. Combining knowledge about the audience with data from Google Trends, analytics, and ads helps shape an SEO strategy. Most importantly, the quality of the content is a major factor: search engines prefer pages that are well written and structured.

While keyword research is necessary to ensure relevance, page alignment is often overlooked. When a user searches for “slow cooker recipes” on Google, the results will be vastly different. A website whose content focuses on user intent is likely to rank higher than one with irrelevant content, and the same goes for meta descriptions and headings.

Testing, traffic, and conversion

SEO involves a variety of techniques, including testing and evaluating changes to a site. One method is A/B testing, which measures the effects of different changes. Most successful search marketers know that traffic isn’t enough; they also have to improve conversion rates. The process used to be extremely technical, but tools like Optimizely make conversion rate analysis easier than ever, and the tool’s visual editor makes it possible to make changes without writing code.

Where ads fit in

While Google dominates the search engine landscape, other search engines also rank highly. AdWords helps advertisers place advertisements at the top of SERPs. These ads look similar to other search results, so many people click on them without realizing they’re there. By optimizing a site, it’s possible to take advantage of these opportunities and increase visibility and brand awareness.

The long game

Search engine optimization is an ongoing process of improving a website’s visibility. A higher page ranking means more traffic, and better traffic means more potential customers. SEO is a long-term process that requires real time and effort, and it isn’t for the faint-hearted.

FAQ

What does SEO actually do for a website?

SEO improves a website’s visibility in search results. A higher page ranking means more traffic, and better traffic means more potential customers.

What do search engines look at when ranking pages?

Search engines use complex algorithms that weigh authority, trustworthiness, and usability, along with how a site looks on different devices and browsers and how quickly it loads. Links to a site act as a vote of quality, so a site with many links is treated as more authoritative.

Which on-page elements matter most for SEO?

Title tags, meta descriptions, and content quality are major factors. Tags should be specific to each page, and search engines prefer pages that are well written and structured.